Sr. Marketing Manager - Paid Media

Job Summary:

The role of the Sr. Marketing Manager – Paid Media is to lead the growth strategy across paid social, display, and video advertising, to drive sales, revenue, new customer acquisition, and eCommerce app user acquisition for the global paid media program. This role will support our various market teams including North America, MENA, APAC, European Markets, etc. to develop strategies to scale and optimize our performance marketing channels. The ideal candidate will be data-driven, analytical, and have deep experience driving growth for enterprise e-commerce companies.

Job Expectations:

• Lead iHerb's global paid social, display advertising, and video advertising strategies, from conception to execution, optimization, and post campaign analysis.
• Develop strategies to drive eCommerce User App Acquisition through paid media
• Collaborate with the global team of market leads and specialists to scale their display, paid social, video, and app acquisition efforts, as well as identify opportunities and new platforms to test
• Plan and manage large scale campaigns on social and display platforms (Facebook, Instagram, Twitter, DBM, YouTube, Snapchat, Apple Search Ads, TikTok, etc.) working within the native tools on each platform to execute and optimize campaigns.
• Optimize performance marketing campaigns to meet and/or exceed iHerb's goals through channel-specific levers, including but not limited to copy changes, bid adjustments & automation, budget allocation, a/b testing, placement testing, product feed optimization, etc..
• Collaborate with creative resources to develop creative assets necessary to achieve goals.
• Collaborate with Earned and Influencer Media teams to run paid social strategies alongside organic social strategies and content.
• Partner with our data and analytics team to enhance our tracking efforts (across web and app) and develop/improve daily, weekly, monthly reporting, to provide the data and insights required for our platforms and teams to scale our marketing campaigns/programs efficiently.
• Collaborate with the data science team on executing our measurement framework across attribution, media mix modeling, and incrementality testing.
• Ensure overall cost per acquisition (CPA) is within targets, and continuously drive customer acquisition at scale.
• Serve as the main point of contact for outside vendor and agency relationships.
• Maintain all relevant certifications such as Google Ads

Knowledge, Skills and Abilities:

• Understanding of performance marketing strategies, tactics, and processes.
• Strong understanding of the relationship between marketing channels and business objectives
• Proven track record of working at the strategic and tactical level to develop and execute innovative paid social & display campaigns.
• Extensive knowledge of the paid social and display landscape, including optimization techniques and strategies, bidding models, and ad units across a variety of platforms (Facebook, Twitter, Instagram, YouTube, Snapchat, etc.)
• Experience using Facebook Ads Manager, Twitter Ads dashboard, Google AdWords and other major social buying platforms.
• Deep understanding of customer analytics and attribution, CPA, ROAS, LTV, churn, etc.
• Comfortable performing in a fast moving, performance-driven environment.
• Strong verbal and written communication skills, and ability to present to senior leadership.
• Self-directed and demonstrates tact, diplomacy and a clear, courteous and professional manner when dealing with internal departments and external partners.
• Must demonstrate effective oral communication skills and the ability to work cooperatively with teams inside and outside of the department.

Equipment Knowledge:

• G Suite and/or Microsoft Office Suite
• Knowledge of Google Ads, Facebook, and other ad platforms.
• Knowledge of Asana or other task management platforms is a plus.
• Intermediate to advanced knowledge of analytics platforms, especially Google Analytics
• Experience with Mobile Measurement Platforms (e.g., AppsFlyer) a plus
• Intermediate knowledge with Excel including knowledge of pivot tables and intermediate formulas

Experience Requirements:

• 6-7+ years of experience in paid social, display and video marketing, preferably in a mid-to-large scale e-commerce B2C company or with an advertising agency managing similar size campaigns.
• 3+ years managing and optimizing an 8-figure marketing budget
• Experience driving campaigns from concept through to execution and performing post-campaign analysis
• Experience with Facebook Ads, Google Display Network, programmatic display advertising, and video advertising on YouTube.

Education Requirements:

A bachelor's degree in marketing, advertising, statistics, or other related field.